Toni-W-71404

  The following three digital platforms have been chosen to align with the current digital assets of Kaitoke Wilds and also a potential new digital platform for Kaitoke Wilds highlighted from the competitor analysis. These three platforms are also identified as the most popular and used platforms in both New Zealand and globally (Cooper, 2021; InternetNZ, 2021; Rettke, 2021). Alongside this, Facebook, Instagram, and YouTube allow for consumers to interact and engage with the brand through commenting, liking, and sharing as well as through links to products and brand websites.  Instagram Instagram is a video and photo-sharing social media platform. Cooper (2021) stated that 50.8% of users identify as female and out of the total number of users, 63% are between the ages of 18-34. This highlights how fitting this platform is for Kaitoke Wilds target audience and for the buyer persona created. Examples of ways to use Instagram for content marketing include posting videos to Instag...

A simple competitor analysis has been conducted to provide further insight into ways to improve the marketing strategies for Kaitoke Wilds. The analysis is based on recommendations from White (2021). Key competitors:  Aotea Made, Great Barrier Island, creates “a range of NZ made health products inspired by traditional Māori herbal remedies and supported by scientific research” (Aotea, 2021). Products include Kawakawa Balm, oil, cream, masks, and Honey. Frankie Apothecary , Auckland, “loves to care for sensitive skin, naturally. Low waste, natural skincare” (Frankie Apothecary, 2021). Products include Kawakawa body oil, balm, and shampoo bars.  PLATFORM OUR BRAND: Kaitoke Wilds COMPETITOR: Aotea Made COMPETITOR: Frankie Apothecary FACEBOOK Profile link Followers: 294 Profile link Followers: 2059 Profile link Followers: 13 981 Uses paid ads on Facebook- see figure 1 below INSTAGRAM Profile link Followers: 759 Posts 2-3 weekly Profile link Followers: 8432 Posts daily Pr...

“Content curation consists of finding material relevant to your audience from a variety of sources and sharing it strategically through your communication channels” (Armitage, 2019).  Flipboard is a content curation site that allows users to search topics through a hashtag system. Users can like, create and add to a personal collection called a ‘magazine’ and share directly to Twitter or Facebook. It also has an app on Google Play and the Apple app store as well as a Chrome extension that allows users to easily curate content. Users can follow topics, profiles, and magazines of interest. Flipboard is free and recommended for beginners (Armitage, 2019).  Wakelet is an online site that allows users to “save anything, create stunning collections, and share your story with the world” (Wakelet, 2021). Sign up is free and it prompts users to select interests such as education, business, or personal. From there users can choose their interests which helps push the right content to ...

The following secondary research was taken from profiles who interacted with posts on Kaitoke Wilds Facebook profile (Facebook, 2021) and on Kaitoke Wilds Instagram profile (Instagram, 2021). Most profiles were females between the ages of 25-25 and who had an interest in environmental, personal health and wellness and hobbies in the arts or outdoors. These interests tend to be common amongst the target audience of Kaitoke Wilds. Facebook profiles: FACEBOOK PROFILES: Figure 1. Profiles who engaged with Kaitoke Wilds posts retrieved from Facebook (2021) Instagram profiles: Figure 2. Profiles who engaged with Kaitoke Wilds posts retrieved from Instagram (2021) This research culminated in the following Buyer Persona for Kaitoke Wilds. Eva is environmentally conscious and wants to look after herself in the most sustainable and natural way possible. Kaitoke Wilds natural skincare products satisfy her pain points, motivations, and align with her values.  At each stage of Eva’s bu...

BRAND AWARENESS Through a brand awareness social media campaign, increase the amount of engagement (clicks, likes, or shares) by 30% which is 9 engagements per post based on previous engagement, in a one-month period from May 1st to May 31st. BRAND AWARENESS  Through a brand awareness social media campaign, increase the amount of website traffic by 60 clicks, approximately 15 clicks per week, in a one-month period from May 1st to May 31st. LEAD GENERATION Through a lead generation, social media campaign, increase the number of subscribers by 100 people, which is approximately 10% of current social media followers, in a one-month period from May 1st to May 31st. Figure 1. Product post from Kaitoke Wilds Facebook Page   (Facebook, 2021) Figure 2. Feedback post from Kaitoke Wilds Facebook Page   (Facebook, 2021) Figure 3. Post from Kaitoke Wilds Instagram  (Instagram 2021) Figure 4. International Women's Day post from Kaitoke Wilds Instagram   (Instagram, 2021...

  Kaitoke Wilds is “holistic botanical skin and hair care made on Aotea from organic and sustainably foraged flora. Kaitoke Wilds incorporates ancient herbalist practices and philosophies with modern extraction techniques” (Kaitoke Wilds, 2021)  They currently have 25 products ranging from face oils, shampoo bars to essential oil blends. Kaitoke Wilds sells mostly online through the online website shop as well as an online “ Exceptional / local / design-led / consciously created homeware store” called percentstore.com (Percent Store, 2021). In addition to this Kaitoke wilds is in 3 stores around the country- Auckland, Wellington, and on Aotea/Great Barrier Island itself.  All Kaitoke Wilds products are designed, created, and made by founder Feli who lives on Aotea/Great Barrier and makes her products from her solar-powered studio. (Kaitoke Wilds, 2021) Kaitoke Wilds has the following digital assets: Facebook, Instagram, Website. All platforms offer similar content compri...